Director, Audience Development & Growth Marketing

Status: Full-TimeReports To: CEOLocation: Santa Cruz, CAPosition DescriptionLookout’s mission is an uncommon one for a information firm: Help make our communities a greater place for all who stay in them. Consequently, strong viewers engagement — each to drive our group betterment mission and our enterprise mannequin — is key to Lookout’s new mannequin.Reader engagement, satisfaction and income drives our entire crew’s work. The Director of Audience Development and Growth Marketing embraces Lookout’s mannequin, and the essential journalistic mission it helps, and possesses the strategic and tactical chops to carry it totally to life, each by way of newsroom and income features.Building on an preliminary six months of success, the Director of Audience Development and Growth Marketing spearheads our full viewers lifecycle technique, from figuring out certified audiences and drawing them in, to constructing wholesome habit-forming reader relationships to finally fostering paid membership progress, all of which put Lookout squarely on the trail to speedy audience-supported success.This place works carefully with each Lookout’s newsroom and enterprise groups, specializing in two key areas:Leads viewers improvement, working inside and collaborating with the newsroom. The on a regular basis objective: determine key, new audiences to succeed in and construct two-way relationships with the varied spectrum of readers that Lookout serves, matching how they need to learn with what they need to learn, utilizing and prioritizing all of the digital instruments accessible;Leads our full viewers funnel technique, coaxing new readers to maintain returning to Lookout changing engaged customers into paying members and accelerating our speedy path to audience-supported sustainability. Ideal candidates have deep understanding of digital advertising and marketing finest practices and tendencies, coupled with viewers improvement and newsroom expertise, and thrive in a collaborative, startup work setting, bridging collectively the newsroom and income operations to streamline progress. The Director of Audience Development & Growth Marketing has a vital seat on the desk, working cross-functionally throughout the Lookout crew to construct methods and techniques that assist us thrive and develop, beginning in our Santa Cruz launch market, after which past.Candidates are extremely organized, with the flexibility to show knowledge into insights that translate into actionable initiatives and optimization plans. A confirmed monitor report driving viewers demand by way of paid and owned digital channels, managing budgets and producing stories is a should. Flexibility and collaboration inside a fast-paced startup setting are key. A ardour for Santa Cruz and a eager curiosity in native media are a plus.What You’ll Be Doing: Focus in Three Connected AreasReader-Centric Audience Development and Community EngagementWork with and inside the newsroom to additional construct on our viewers improvement technique that’s inclusive, reader-centric, and community-engaging. Champion a accountable, data-focused newsroom tradition that learns and makes good decisions to deepen reader engagement and ship new views.Using group suggestions, knowledge analytics and market analysis, lengthen Lookout’s attain and affect all through Santa Cruz County by pinpointing viewers segments with unmet wants that Lookout can join with. Focus on underserved and/or neglected audiences whom Lookout can higher serve to meet its mission because the county’s main information supply. Collaborate with the newsroom to increase editorial content material deeper into goal communities and viewers teams, furthering engagement with Lookout. Develop a complete set of practices for using efficient viewers improvement methods and channels to attach with audiences wherever they could be, on and off of Lookout. Build playbooks and coaching manuals round a longtime set of Lookout viewers improvement requirements, educating the newsroom and the complete firm on these, with motion plans for correspondents partaking communities (geographic, interest-based, and many others.) to incorporate reader voices in Lookout’s editorial planning and product improvement, and incorporate viewers suggestions as a steady observe. Digital Marketing and Membership Acquisition and RetentionGrow readership and membership.Provide day-to-day management and personal Lookout’s member acquisition funnel and success metrics (KPIs: returned customers, e-mail subscribers, membership models and income, and many others.).Work carefully and strategically with our related companions, together with Second Street, BlueLena, Active Campaign and Pico.Create, coordinate and handle the execution of digital advertising and marketing marketing campaign methods together with, however not restricted to: paid search, paid social, SEO, content material syndication. Manage relationships with key distributors to know competitor methods and new testing alternatives, guaranteeing our crew is staying on the sting of innovation.Connect Audience Development and Digital Marketing features right into a streamlined progress plan, the place every helps and accelerates the opposite (being conscious that whereas the roles are carefully intertwined, they’re additionally distinct).Report on month-to-month and quarterly numbers for all vital progress KPIs Lead inventive testing and technique, working carefully with stakeholders and design groups to make sure all our campaigns have the most effective probability of succeeding.CollaborationBe a collaborative and engaged member of Lookout’s founding crew, offering area experience in digital advertising and marketing (e-mail newsletters, social media advertising and marketing, paid advertising and marketing packages, and different channels), viewers improvement, and membership/subscriber improvement.Partner with editorial, income and inventive groups to create campaigns, check new channels and develop newsroom-centric packages that develop viewers and member/subscriber baseEncourage a collegial, inventive and clear viewers improvement and advertising and marketing tradition by sharing knowledge, stories and viewers understanding frequently.Experience Required3-5 years of expertise in digital advertising and marketing at a direct-to-consumer or media firm most well-liked with an emphasis on acquisition, together with hands-on expertise in paid campaigns, publication administration and member/subscriber conversionsExperience in marketing campaign setup, administration and optimization, particularly paid advertising and marketing administration (show, PPC, social) for buyer acquisitionDeep information of digital acquisition advertising and marketing, viewers concentrating on, social platforms, and paid media attributionExperience with mission-critical applied sciences together with subscription/membership administration platforms, advertising and marketing automation, CRMs and ESPs most well-likedExperience with occasions advertising and marketing (digital and/or in-person) is a plusSkillsAbility to construct and doc processes throughout departments and systemsAbility to construct and foster sturdy relationships with inner stakeholders and exterior audiences and partnersHigh consideration to element and talent to handle a number of initiatives simultaneouslyExcellent written and verbal communications skillsExcellent knowledge evaluation abilities and a test-and-learn mentalityExperience creating presents and touchdown pages in a CMS or different platform; CMS expertise is a plusGoogle Publisher Suite (analytics, tag supervisor, advert server); Audience improvement expertise required (Google Analytics, Chartbeat, Parse.ly, Adobe Omniture)Email service supplier experienceCRM expertise (Pico, HubSpot, Salesforce, and many others.) most well-likedBenefits and SoftwareDirector, Audience Development & Growth Marketing is a full-time Lookout Local worker. We provide aggressive worker advantages.Lookout Local is an equal alternative employer. All certified candidates will obtain consideration for employment with out regard to race, coloration, faith, intercourse, sexual orientation, gender id, nationwide origin, incapacity or veteran standing.To apply, please ship a canopy letter and resume to [email protected].